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Travel agents can showcase their brand image and expertise to the local community through public events such as charity benefits or art exhibits, Richard Earls writes. "Authentic marketing is keyed to your personality and community events offer an excellent opportunity to put your talents and personality on display for both existing and potential clients," Earls writes.

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Business growth through effective marketing is achievable through constant learning and communication, Richard Earls writes. "If every day you talk to a new person and to an existing client about travel and your travel planning practice, you will both grow and maintain your sphere of influence and, eventually, your clientele. If every day you learn something new about travel, you will be gaining the knowledge and the skill set necessary to bring value to your clients," Earls writes.

It takes time to master the nuances of dining out in Ho Chi Minh City, Vietnam, but the payoff is discovering a dizzying array of dishes and adventurous flavors. From marinated pork chops to braised snails to the national dish, pho, Vietnam's cuisine can transform a visitor into one of the common folk who take their place in the crowded restaurants.

Travel agents should conduct research on their competition in the market as well as suppliers to find marketing points they can use to stand out, Richard Earls writes. "Seeking out a unique selling point requires you to know what other travel agencies and distribution channels offer as their own strong advantages. By knowing your competition, you can better angle your agency into a unique position to be noticed and appreciated by potential clients," Earls writes.

Columnist Richard Earls explains how marketing has evolved from a one-way sermon into a two-way conversation. Consumers today are interested in understanding the personalities behind the companies they support. For travel professionals, Earls writes, that is a plus. "To the extent that you can infuse your conversations with clients with your own personality, to the extent that you can achieve a rapport by earning their interest in your corporate message and ethic, you can gain a following and the loyalty of your clients," he writes.

Columnist Richard Earls suggests travel agents prepare for difficult questions, such as: Can you compete with Internet pricing? Earls advises agents to ask questions they expect to hear, think them through and write down their answers. "[U]nless you have thought through and practiced the answers, unless you can articulate a response without hesitation, honestly and authentically, you are going to sound a bit shakey and risk losing the confidence of your clients," Earls writes.